• Asia pacific journal of information systems
• /
• v.23 no.2
• /
• pp.87-109
• /
• 2013

While many surveys show very positive attitudes on the part of consumers towards eco-friendly products, the market share actually reflecting green IT purchases remains low in most countries. The motivations behind green IT purchase behavior are still obscure. Several studies have addressed the question of green IT diffusion from economic and normative viewpoints in an attempt to interpret IT adoption behavior. This study comes at the question from a different angle, namely negative frame, examining threat and coping behaviors using the Ordered Protection Motivation (OPM) model and threat appraisal theory. The results show that attitudes toward fairness and positive change, which are precedents of threat appraisal, play an important role in determining threat appraisal. Perceived threats in the green IT arena include habit change and ecological change. Appraisal for coping with these threats directly affects initial adoption behaviors regarding available green IT, and then indirectly encourages the purchase of new green IT products.

• The Journal of Asian Finance, Economics and Business
• /
• v.8 no.7
• /
• pp.235-244
• /
• 2021

This study aims to determine the behavior of consumer interest in sustainable fashion products in Indonesia and the factors that influence it. Personal values, Green Trust, and attitude toward green products are studied to get a proper picture of the ethical behavior of consumers. The method used is the Structural Equation Model (SEM) technique using AMOS 23 software. A sample of 103 participants used the convenience sampling technique. The study results show that green trust and attitude toward green products successfully mediate personal value and green purchase intention on ethical fashion products in Indonesia. In this study, it was found that personal values cannot directly influence the purchase intention of sustainable fashion products. The influence of Personal Value must first be mediated by green trust or attitude toward green products to further influence green purchase intention of ethical fashion products in Indonesia. This is not in line with previous studies. Indicators of personal values such as self-transcendence, self-enhancement, conservation, and openness directly cannot predict the behavior of purchase intentions for sustainable fashion products in Indonesia. From the descriptive conclusion of the data obtained, there are various types of meanings of individual values, and fashion consumers in Indonesia are more affected by contextual factors.

• Korea Trade Review
• /
• v.46 no.6
• /
• pp.109-125
• /
• 2021

China has achieved remarkable economic growth through an extended period of rapid industrialization. However, adverse environmental issues have become more prevalent during this time of development. In particular, car exhaust emissions in the country have become one of the most substantial causes of environmental degradation in China. To combat these issues, the Chinese government is actively implementing green car policies to mitigate the negative environmental concerns. Likewise, Chinese consumers' interest in green cars has also increasing. Despite these changes in consumer perceptions, research on Chinese consumers' green consumption behavior is still in its infancy. Therefore, an empirical study was conducted to measure the relationship between zhongyong(中庸) values, new ecological paradigm(NEP), and green consumption behavior for 334 Chinese consumers. As a result, the study found that the three sub-dimensions of zhongyong(中庸) values(multi-dimensionality, flexibility and compatibility) and NEP had a significantly positive(+) effect on the purchase intention of green cars. It was also found that NEP positively mediates the effect of flexibility and harmony on purchase intention of green cars. This study is expected to provide academic outcomes on China, which is currently the world's fastest growing green car market, as well as providing practical strategic implications for establishing unique green marketing strategy for China.

• Asia Marketing Journal
• /
• v.8 no.2
• /
• pp.1-26
• /
• 2006

In the growing field of green marketing there are various psychological influences that can lead to green purchase behavior. An understanding of these influences can lead to greater green marketing effectiveness. The purpose of this paper is to analyze the effects of several value types, environmental attitudes, and preference for product attributes on green purchase behavior. To this end, a conceptual model has been proposed and tested for empirical verification with the use of a survey. Data collected from 266 Korean respondents are analyzed using path analysis. Results provide support for the proposed model, demonstrating positive links among universalism, environmental attitudes, preference for environmental attribute, and green buying behavior. It indicates that individuals with universalism as a preferred value type are high in their environmental attitudes and finally, tend to buy green products through their preference for environmental attribute. The mediating role of preference for price is not significant between environmental attitudes and green purchase behavior. The present findings, in addition, contribute the width of understanding of various proenvironmental behaviors by focusing on green purchase behavior and surveying with a Korean sample. The implications for the practices of green marketing are discussed.

• Journal of Climate Change Research
• /
• v.7 no.3
• /
• pp.341-349
• /
• 2016

This study is intended to set a greenhouse gas emission scenario based on green remodeling pilot project (Annex building of Seoul Customs Office) using LEAP model, a long-term energy plan analysis model, to calculate the energy saving and greenhouse gas emission till year 2035 as well as to analyze the effect of electric power saving cost. Total 4 scenarios were made, Baseline scenario, assuming the past trend is to be maintained in the future, green remodeling scenario, reflecting actual green remodeling project of Seoul Customs Office, behavior improvement and renewable energy supply, and Total scenario. According to the analysis result, the energy demand in 2035 of Baseline scenario was 6.1% decreased from base year 2013, that of green remodeling scenario was 17.5%, that of behavior improvement and renewable energy supply scenario was 21.1% and that of total scenario was 27.3%. The greenhouse emission of base year 2013 was $878.2tCO_2eq$, and it was expected $826.3tCO_2eq$, approx. 5.9% reduced, in 2035 by Baseline scenario. the cumulative greenhouse gas emission saving of the analyzing period were $-26.5tCO_2eq$ by green remodeling scenario, $2.8k\;tCO_2eq$ by behavior improvement and renewable energy supply scenario, and $2.0k\;tCO_2eq$ by total scenario. In addition the effect of electricity saving cost through energy saving has been estimated, and it was approx. 634 million won by green remodeling scenario and appro. 726 million won by behavior improvement and renewable energy supply scenario. So it is analyzed that of behavior improvement and renewable energy supply scenario would be approx. 12.7% higher than that of green remodeling scenario.

• Asia Marketing Journal
• /
• v.17 no.1
• /
• pp.1-26
• /
• 2015

In the 21^st century, green consumer behavior, playing one of the core roles of sustainability, is still an important issue to green-related stakeholders. Because one of the major objectives of green-consumer research is an improvement of behaviors aligned with greening, this paper revisited socio-demographic variables and shed light on segmenting and profiling green consumers based on their connectedness between socio-demographic variables and green behaviors. Using correlations, factor analysis, analysis of variance, k-means cluster analysis and χ²-tests, this paper shows that socio-demographic variables differentially impact green-consumer behaviors. In order to profile green consumers, this paper additionally attempts to segment green-consumer groups. The results also coincide with former findings that socio-demographic variables relate significantly with segmented green-consumer group behaviors. General findings are summarized as: 1) older people used green practices more strongly than younger people, 2) females demonstrated better energy-saving and recycling practices compared to males, 3) marital status also significantly influenced green-related behaviors, 4) subjective social class had a significant influence on green-related behaviors, 5) education level and income, however, weakly influenced or showed no impact on green-related behaviors, and 6) a green consumer was classified as an 'active green consumer,' 'utilitarian green consumer,' or 'inactivated green consumer.' The utilitarian green consumer group distinctively behaved more strongly in energy-saving and recycling practices compared to the inactivated green consumer group, whereas active green consumers behaved more strongly on the whole, when compared to those in the inactivated green consumer group.

• Journal of Family Resource Management and Policy Review
• /
• v.3 no.1
• /
• pp.1-15
• /
• 1999

The purpose of this study is to find out the tendency of the new generation’s consumer roles and green consumption behavior for the environmental conservation. This study is also to reveal some fundamental information for an environmental education program which si able to support the new generation consumers to participate voluntarily in an environmental activity. The 500 subjects of this study were selected from the new generation consumers who wre residing in Seoul, 1998. The 414 data wre finally analyzed by Mean, t-Test, ANOVA, and Multiple Regression Analysis. The major findings were as follows: 1) the purchasing roles of the new generation consumer tended to be higher than the citizen participation’s roles. The variables with the higher score for the new generation’s green consumption behavior were in the rank of the isolation of environmental waste, the purchasing behavior of green product, the recycling environmental resource, and citizen’s participating roles in environmental activity. 2) the new generation’s consumer roles showed a significant differences, according to variables for the environmental value, environmental education, and participation of the environmental and societal activity 3) the green consumption behavior for the new generation consumers showed a significant differences, according to sex, environmental value, participation of the environmental and societal activity. 4) the most influential variables for the green consumption behavior of the new generation consumers were in the rank of consumer roles, educational values, and the participation of the environmental activity. As we see above, the consumer education for the new generations needs to focus on consumer’s roles that let them participate voluntarily in environmental and societal activity, as well as practice positively to use green environmental products whenever they select some items in the markets.

• Korean Journal of Childcare and Education
• /
• v.10 no.2
• /
• pp.153-174
• /
• 2014

This study started as an effort to solve the serious environmental program that the Korean government and internationally focused on. For the purpose of the study, a green based growth education program was composed that young children could participate in. With this program, the study participants could form attitudes, behavior, and knowledge of environmental preservation. To see the effectiveness of the green growth educational program, the study set up a control and an experimental group. The program was composed with four major content 'ecosystem', 'energy', 'resource', and 'green citizenship'. The study planned 20 sessions including fairy tales, storytelling, art, game, and science activities. The study's participants were a total of 42 five-year-old children. The result of the research showed that the experimental group's environmental preservation knowledge, attitude, and behavior score was significantly higher than the control group. The green growth educational program had a positive effect on young children's knowledge, attitude, and behavior of environmental preservation. This study included the realities of the difficulties applying green growth education in kindergarten, the result provided practical information regarding the green growth educational program to kindergarten teachers.

• The Journal of Asian Finance, Economics and Business
• /
• v.8 no.8
• /
• pp.229-240
• /
• 2021

The environment friendly lifestyle and the green product trend have motivated corporates to develop and adopt sustainable business practices. However, an increasing number of corporations have engaged in greenwashing practices to create the appearance of environmental responsibility. By employing the theory of reasoned action, the paper investigated a model linking corporate greenwashing and consumers' green purchase intentions with the mediating role of green trust and green word-of-mouth about green electronic devices in Vietnam. Using an online survey via Email, Zalo, and Wechat, data was obtained from 308 Vietnamese consumers who have been purchasing green electronic devices. Based on the responses of the participants from the questionnaires conducted, data analysis was conducted by using SEM in AMOS version 23. This investigation shows that corporate greenwashing negatively affects consumers' green trust, green word-of-mouth, and their green buying intentions. Additionally, the paper verifies that green trust and green word-of-mouth mediate the relationships between greenwashing and consumers' green purchase intentions. These results reinforce the extant understanding of greenwashing and its consequences. Finally, the study not only stimulates future research but serves as a reference for business managers, scholars, and students who are interested on the topic of environmental sustainability, new product development, and green brands.

• Management & Information Systems Review
• /
• v.35 no.3
• /
• pp.131-153
• /
• 2016

This research suggests a structural model of green purchase behavior, focusing on the moderating effect of affordability. Affordability means buying power or ability to buy products. Based on the literature review, a research model of behavior of buying green products was proposed and tested empirically using the field study. To examine the proposed research model, the reliability and validity verifications on measurement items were carried out and then the structural equation model analysis was applied to test the model. Lastly, to test the moderating effect of affordability, a two-group model(using Amos program) was used subsequently so that it could be determined whether or not there was any significant difference in structural parameters between the high affordability group and the low affordability group. The empirical results are as follow: Firstly, green purchase attitude is influenced by ecological concern and collectivism, then green purchase attitude has an impact on green purchase intention, and in turn, green purchase intention affects green purchase behavior. Secondly, affordability significantly moderates the relationship between green purchase intention and green purchase behavior. These results are consistent with the past researches and based on them, some managerial implications are given.